Elevating Your SEO Career and Team in the AI Era — Whiteboard Friday

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Hey there, guys, gals, non-binary pals. Happy Friday, I'm truthful excited to beryllium present for my first whiteboard Friday. And coming I'm going to beryllium talking astir really you tin turn your SEO squad and your profession successful an AI world. 

Let's commencement by rewinding to the 80s. I'm not talking astir video cassettes, RIP Blockbuster, aliases hairbands, smashing retired connected guitars aliases moreover crazy mullets. I'm talking astir the internet.

The net motorboat successful 1983, and this exertion held loads of promises. And moreover 12 years aft its launch, location were many, galore critics, including from Clifford Stoll, an astronomer who yet said, "All of this telecommuting stuff, e-commerce, that is yet going to beryllium baloney erstwhile it comes to the internet."

Today, I spot a batch of similarities betwixt the net and AI. AI holds loads of promises, it has tons of critics, and astatine the extremity of the day, it's our occupation to yet benignant done what this yet looks for illustration successful our workplace and successful our careers. 

We person a alteration model. Satir's alteration exemplary tin yet thief america erstwhile it comes to knowing really a large transformative daze for illustration this yet gets integrated into society. Starts pinch the position quo, and past a shock, for illustration the preamble of the internet, ChatGPT, we participate into chaos, resolve, integration, and a caller normal.

In the lawsuit of the internet, this full alteration exemplary took complete 2 decades from erstwhile the net first launched, 12 years aft location were still critics, and past of course, successful the early 2000s erstwhile Google became the starring hunt engine.

Today, erstwhile it comes to AI, I deliberation we tin each work together we are squarely successful the chaos phase. What I want to chat done coming is simply a model that I've created arsenic the VP of SEO astatine Brainlabs that has yet led to 110% summation successful SEO gross and a maturation of our squad to complete 90 SEO penetration acquisition folks globally. Let's spell up and dive in. 

Let's commencement pinch the “s,” streamlining the basics. When we talk astir streamlining the basics, it's yet ensuring that everything you do connected a recurring cadence is easy. I deliberation of reporting and I deliberation of communication. And to really simplify those things, making judge that you've aligned your SEO KPIs pinch your business KPIs is simply a really awesome measurement to get different stakeholder buy-in. So hide talking astir things for illustration keyword rankings aliases tract engagement and switch that retired for thing for illustration stock sound and life value. That's what different stakeholders, business stakeholders are yet going to attraction about, and that's yet what is going to alteration you from an SEO leader to a business leader wrong your org.

Next, we want to streamline connection cadences, thing for illustration quarterly roadworthy mapping, monthly reporting, and past yet having play position syncs wherever you rhythm done your strategy team, your contented team, possibly your integer PR team, and your method team. And this yet allows you to guarantee that you person touchpoints pinch each of these stakeholders. When you work together to this type of connection cadence, it really streamlines what they tin expect from you and what you tin expect from them successful position of ongoing communication.

So aft you've done each of that, you're fresh to orchestrate your squad truthful past you tin move worldly on successful an easier way. This starts pinch building retired an SEO strategy flywheel. This looks for illustration thing for illustration quarterly roadworthy mapping. You tin commencement pinch an audit aliases an opportunity analysis. Then successful your find meeting, make judge that each of these stakeholders that you had are successful this find meeting, truthful past you tin study astir what resources they person for that upcoming quarter, what priorities do they person for that upcoming quarter. And you tin build your SEO roadmap astir their priorities, and that is yet really you tin beryllium successful successful ensuring that your SEO activity doesn't dice connected the vine, and you tin yet get it implemented and past move connected to measurement to place what's moving and what's not.

Now, erstwhile we get to implementation, you tin make it moreover easier by processing a playbook. This playbook tin outline things for illustration ways of working, apical priorities, apical keywords, and yet knowing really the teams and your statement activity together to yet execute SEO occurrence for business success. 

Now, let's move connected to automating monotony. I deliberation for astir people, we deliberation of automation arsenic ace method or, you know, having AI benignant of travel successful and do the activity for us. The reality is each automation is rooted successful humans. It's a quality reasoning of a mobility aliases a problem to solve, strategizing really to lick that problem, creating steps to lick that problem. And past erstwhile you devise those steps, that is erstwhile you tin yet bring it to an technologist aliases a developer. They tin build it, you tin re-strategize pinch 'em, past you tin yet scale.

But the missing portion that AI will not beryllium capable to do is attraction more. And Dharmesh, HubSpot's founder, yet says, "Caring much matters much than knowing much successful an AI world," because AI is going to cognize much than you. That's the reality. So erstwhile we deliberation astir this model, you tin yet cognize that caring much is what is yet going to make this full model activity a batch amended and that quality loop is yet what feeds innovation.

So now that you've done SOA, you are fresh to yet reposition your attraction onto bigger and amended things that are going to person a bigger effect connected the business. 

So let's reposition our attraction and understand that data. Things for illustration A/B testing tools, SEO A/B testing tools, effect trackers, immoderate of this type of reporting is available. Data outputs tin surely amended the AI models, but they ever require humanities discourse and humanities patterns. That's really they're yet capable to beryllium trained.

For you to yet uncover that adjacent large thought aliases that adjacent caller process, you person to travel astatine it successful a caller way, and that is wherever chemistry comes in. And you are yet capable to reposition your attraction successfully because you've built chemistry pinch each of these stakeholders up here, and you've built playbooks that tin thief streamline everything, and you are ultimately, you've successfully built tech that allows you to standard successful a successful way. And doing each of those things is yet really you tin turn your squad and your profession successful an AI world.

I'm Travis Tallent, VP of SEO astatine Brainlabs. Thanks for having me. Please scope retired connected LinkedIn, Threads, aliases Twitter. Chat pinch you soon.